Normality

What it measures

How typical does something seem? Four paired items rate perceived normality and frequency.

Response Format

7-point semantic differential

Representative items

• is not normal / is normal
• occurs infrequently / occurs frequently
• is atypical / is typical
• is unacceptable / is acceptable

Citation

Luangrath, A.W., Peck, J., & Gustafsson, A. (2020). Should I Touch the Customer? Rethinking Interpersonal Touch Effects from the Perspective of the Touch Initiator. Journal of Consumer Research, 47(4), 588–607.

Keywords